From the standpoint of a marketing agency it can be both baffling and frustrating to observe a salon client running a salon promotion in a half-hearted manner.
Salon owners can be quick to surmise that marketing is a waste of money when a promotion disappoints; yet poor execution, rather than the promotion itself, is usually to blame. Many salons run marketing promotions with the goal to grow business and bring in new clientele. Yet, when the first time client walks through the salon doors the opportunity to turn the "promotion guest" into a loyal client is lost.
How and why is the opportunity lost? There are three main offenders. First, the guest is not asked to fill out a client card to allow future correspondence. Second, the guest is treated like a “bargain hunter” and subsequently given a half-hearted service. Third, the guest is not rebooked for a follow-up service.
Here are some tips for future salon promotions to ensure they will be a success.
1 – Hire Professional Concept & Design
To appeal to the right market all promotional materials must be professionally written and designed. From the marketing concept, to copywriting and imagery, a marketing professional is well trained and experienced in the field of marketing. Leave the job of marketing to the experts.
2 – Train VIP Treatment
Train your team to treat every customer as a VIP every time. No team member is to make judgment on a client, or to treat them like anything less than a VIP. Make your team aware the standard of service you expect all clients (including promotional clients) to receive, and to deliver that standard every time.
3 — Train Team Promotion Terms & Conditions
To make the most of your salon promotion it is essential your entire team is aware of the promotion terms and conditions. The team should be prepared to confidently share and answer any questions about the promotion.
4 — Train Team New Client Card & Re-book Implementation
Re-train or refresh your front desk team on the salon’s re-booking protocol prior to running the promotion. In any promotion you run to attract new clients you will find not all of them will re-book, but
5 – Evaluate Promotion Results
Salon promotions are designed with distinct marketing goals such as re-booking, brand awareness, increasing retail sales, or advertising a new service. Don’t expect it to do anything else. Determine which promotions work best for your salon to run in the future.
6 — Immeasurable Brand Awareness
If the response to your salon’s promotion is less than anticipated, don't forget to calculate the immeasurable brand awareness created by your salon campaign. Potential or future new guests have taken notice of your salon name or location for future reference. Raising your brand awareness in the community can bring in referrals for months to come.
7 — Implement Promotions Full-hearted
The final ingredient to a successful salon promotion is a salon staff that participates full-heartedly.